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Viral Hall of Fame 2009

Viral Hall of Fame 2009
Microsoft's I Am Enabled

MarketingSherpa Summary:
Microsoft wanted to acquire more registrations for their free personal health record management service -- but without running a direct response campaign. Instead, they educated the public on the value of digital health records through a YouTube channel, a microsite, and a team of bloggers writing and engaging people online. Registrations lifted over 15% afterward.

Agency: HL2
Client/company: Microsoft
Brand campaign was conducted for: HealthVault
Launch date of campaign: June 1, 2009
Target audience/demographic: Family health managers: moms age 25-52

Campaign Goal:
Microsoft HealthVault developed and launched personal digital health records to better enable consumers to record and manage their health online. To share their vision with consumers, they began a product-agnostic social campaign designed to inform consumers about taking charge of their health by owning their information.
The microsite, Facebook page, Twitter, and YouTube videos inform consumers and encourage them to talk to their healthcare providers and ask them to utilize digital health records to reduce administration costs and track data.

Rather than directly marketing the free product, the vision was to harness the power of social media to begin a movement. If medical devices such as pedometers and glucose monitors can be HealthVault "enabled," consumers could be as well. The idea of being "enabled" by HealthVault was born.

The team created informative videos launched on an "I Am Enabled" YouTube channel, Facebook polls, an informative healthcare Twitter feed and a microsite that contained PDFs of frequently asked questions. The measuring of the campaign helped dictate the strategy through a dashboard containing KPI's such as site traffic, SEM performance, and buzz data from monitoring postings and sentiment.

Seed Strategy:
The team of bloggers and social networkers did a weekly update that addressed the hot topics in the blogosphere and social properties. They used SEO keywords to stay involved in real-time conversations. The team also launched Facebook polls and uploaded informative videos to YouTube.

Buzz Generated:
  • The campaign received more than 40,000 responses to the Facebook polls, and grew the number of Facebook friends from 50 to 828. The Twitter handle also acquired 94 followers in June.

  • A healthcare blogging evangelist who was responding to buzz data and deploying search PPC advertising helped grow site traffic 120%.

  • Also, several articles were posted about the campaign, and bloggers linked and forwarded it, as seen with opinion leader in the space, Barbara Quack .
Specific (Goal-Related) Campaign Results:
The campaign generated a 15.5% increase in signups to HealthVault over the previous month. In June, received 16,108 visitors and reached an impressive peak (1,459 visitors) on the last day of the month.

On the Facebook platform in particular, the movement has gained significant attention from the launch of the "I Am Enabled" survey.

Biggest Lesson:
The biggest lesson learned is the commitment and real-time updating you must do in order to stimulate and keep up the conversation. On average, we update the Facebook page once a day, the Twitter feed three to four times a day and participate in blog threads hundreds of times per week. If we could do one thing differently, I believe it would be adding to the social media spend through video sharing or online polling on Facebook, as it dramatically increases awareness and action.